The immediate and carryover effects of advertising

We welcome Jane Christian, Managing Director of Analytics and Insight at EssenceMediacom UK for our latest episode of Charts on Film.

Using findings from Profit Ability 2: The new business case for advertising, this episode introduces the four speeds of payback including immediate, carryover, sustained and full payback (total performance within 24 months). More specifically, it focusses on the short-term effects (up to 13 weeks) of advertising. This episode highlights that immediate payback is not the exclusive domain of performance media and how channels perform when carryover effects are also accounted for.

Watch the video and download the deck above.